Irish Food in China – High end, niche potential
Wild Atlantic Way of Food ?
Irish food producing groups and food brands have strong potential among Chinese consumers of imported food. The level of familiarity with Ireland is relatively low, however, the despite the low familiarity the perception is that Ireland is a country with a clean and natural environment, which is a key component in building a successful and appealing food brand in China.
Ireland is generally associated with dairy products, in particular infant formula and to a lesser extent butter and cheese. For Irish companies to unlock the potential for Irish food produce in China, they must start telling consumers more about their heritage, history, safety standards and the popularity of Irish food produce in other international markets.
Ireland is a very good example of a country that could easily develop a high end positioning for it’s food produce in the Chinese market. When Ireland is introduced in detail to Chinese consumers, the comparisons drawn were to New Zealand, the most popular foreign food producing nation among Chinese consumers of imported food.
Throughout the research process, Chinese consumers were introduced to the Wild Atlantic Way tourist campaign. This was considered to be very appealing to Chinese consumers and a similar approach could work well for Irish food producers.